| Spikes Asia, 2015 | ||
|---|---|---|
| Integrated | - | Silver Spike |
| Media | Use of Media: Use of Branded Content & Sponsorship | Silver Spike |
Client: LION
Product: BEER
Product/Service: BEER
Advertising Agency: DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Chief Creative Officer: Damon Stapleton (DDB Group New Zealand)
Executive Creative Director: Shane Bradnick (DDB Group New Zealand)
Creative Director: Chris Schofield (DDB Group New Zealand)
Digital Creative Director: Haydn Kerr (DDB Group New Zealand)
Senior Art Director: James Conner (DDB Group New Zealand)
Senior Copywriter: Christie Cooper (DDB Group New Zealand)
Copywriter: Guy Denniston (DDB Group New Zealand)
Senior Account Manager: Jonathan Rea (DDB Group New Zealand)
Planning Director: Rupert Price (DDB Group New Zealand)
Digital Operations Manager: Liz Knox (DDB Group New Zealand)
Digital Producer: Sheetal Pradhan (DDB Group New Zealand)
Lead Designer: Jason Vertongen (DDB Group New Zealand)
Executive Agency Producer: Judy Thompson (DDB Group New Zealand)
Editor: Steve Gulik (DDB Group New Zealand)
Lead Developer: Cameron Crosby (DDB Group New Zealand)
Digital Planner: Parker Mason (DDB Group New Zealand)
Agency Producer: Rosie Grayson (DDB Group New Zealand)
Agency Producer: Kate Moses (DDB Group New Zealand)
Group Business Director: Scott Wallace (DDB Group New Zealand)
Group Business Director: Alex Lawson (Zenith Optimedia)
Senior Planner: Kate Gamble (Zenith Optimedia)
Senior Planner: Henry Rowley (Zenith Optimedia)
General Manager: Sophia Quilian (Zenith Optimedia)
Head of Digital: Nick Boulstridge (Zenith Optimedia)
Digital Planner: Robert Kay (Zenith Optimedia)
Describe the campaign/entry:
To promote New Zealand beer, Steinlager Pure, we partnered with New Zealand freediver William Trubride and turned freediving into a live national sporting event for the first time. The campaign introduced William and freediving to New Zealand and gave kiwi’s several ways to watch the dive live on the day.
Give some idea of how successful this campaign/entry was with both client and consumer:
Nearly a quarter of the population tuned in to watch the event. Turning the most inaccessible and unknown sport in the world into the most watched New Zealand sporting event of 2014. - A combined New Zealand TV and online audience that was bigger than every All Blacks game of 2014 and the Fifa World Cup final. - 129 news stories and interviews with every major media outlet in New Zealand. - 23,580,635 media impressions. - In a declining market, Steinlager’s sales grew by 9%, twice the level expected. - William Trubridge has gone from being unknown to one of our most iconic sporting heroes.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
First we introduced William to New Zealand through TV and cinema. Then we used PR and TV, radio and billboards to announce that we were turning William’s world record attempt into a live experience called The 102m Deep Dive. We informed New Zealanders about the attempt and the dangers and difficulties of freediving through social media, street posters,radio and partnerships with the NZHerald, herald.co.nz and BreakfastTV, who ran a series of editorial stories and interviews. On our website New Zealanders could send William messages of support. All this lead to The 102m Deep Dive which was broadcast on New Zealand's most popular morning news show as an hour-long live news show. Those who couldn't watch it on TV could follow in real time on radio and online. And with our Tweeting Sonar live updates were sent to twitter and digital billboards in New Zealand throughout the dive.
Steinlager is an iconic New Zealand beer brand. Because of this they have always supported iconic New Zealand sporting heroes and events. For years Steinlager had been relying on The All Blacks and Team New Zealand to carry them on their shoulders. But now they needed a new story to tell. We had one in William Trubridge, a 14x world record breaking, world champion freediver. An amazing New Zealand sportsman who agreed to attempt a death-defying world record with us - The 102m Deep Dive. The problem was it was taking place 120 meters under the water, 13000 kilometers away. We had to find a way to bring to the whole country. We needed to take an inaccessible sport and turn it into a spectator sport and turn an unkown champion into a household name.